The value proposition offered by medFEL also lies in series of talks and discussions on the sector’s challenges. Over the space of two days, medFEL offers a programme dealing with the commitment of the fruit and vegetable sector to sustainable development goals.
2025 Conference programme
The contributions from our Special Guest speakers will be rounded out by a programme of talks and round tables to discuss the main topical issues for the industry. Among them, find out now about the first talks scheduled.
WEDNESDAY 23 APRIL 2025
10.00 am – European apricot harvest forecasts
Hosted by Eric Hostalnou – Head of Fruit & Vegetables Department, Pyrénées Orientales Chamber of Agriculture.
10.45 am – Anticipations for melon plantations
Hosted by Olivier Masbou – Associate journalist – Socopag press agency
With Myriam Martineau, President of the Interprofessional melon association, Jérôme Jausseran, Vice President and Rémi Javernaud, Interprofessional melon association Animator
12.00 pm – Inauguration of medFEL 2025
2.30 pm – Processing : developing French origin in processed F&V
Hosted by Florence Rabut, journalist
With Gérard Gillet, Saint-Mamet Distribution Director, Philippe Lefebvre, Sector Manager Agro Mousquetaires and Daniel Gaillard, associate deputy director of Comptoir Rhodanien
It’s a firmly-established trend: the proportion of processed products in food purchases is increasing, in step with changes in consumer behaviour and lifestyles. Fruit and vegetables are no exception to the rule, and some companies are investing, incorporating processing or developing partnerships into their business models. The stakes are shifting: manufacturers need above all to secure their sourcing, assuming that it will continue to grow in the years to come. So how can these additional volumes be satisfied? What new value-adding opportunities are there for fruit and vegetables? How can the development of high-performance French-origin fruit and vegetable sectors dedicated to the industry be reshaped ?
4.30-6.00 pm – The Big Debate: are fruit and vegetables expensive ?
Hosted by Florence Rabut, journalist and Olivier Masbou – Associate journalist – Socopag press agency
With Marie-Amandine Stevenin, President of UFC-Que Choisir
“Fruit and vegetable prices are soaring”: the subject of fruit and vegetable prices is a regular feature in the news. But what does this really mean? What would be a ‘fair price’ for a kilo of tomatoes or apples? What does the ‘price’ of fruit and vegetables actually refer to, when there are fifty or so different products up for sale on the same shelf or stall? Moreover, seasonality, climate and bumper or poor harvests can all affect prices, sometimes on a daily basis. Consumers need to be given a reference point, and told what lies behind the price of fruit and vegetables.
THURSDAY 25 APRIL 2024
10.00 am – Fruit & vegetable : does communication support consumption ?
Hosted by Olivier Masbou – Associate journalist – Socopag press agency
With Anouk Plantevin, Head of Social Media and Influence at Wonderful, Nicolas Gandrillon from Les Gros Mots Agency and an Interfel Representative
Whether it is the initiative of individual sectors, trade associations or companies, communication around fruit and vegetables is rife, and some of it haphazard. But is it nevertheless effective in a context where consumption is at best stagnating, sometimes falling ? Television, radio, press, social media: which media should be favoured ?
11.00 am – Organic sector : what is the impact of new retail concepts ?
Hosted by Dany La Noé from Interbio, and Florence Rabut, journalist.
With Bertrand Chaveron, Bio Frais President and Sébastien Lévy, Head of Supply and Purchase at Naturalia
Amid the turmoil of the last few years of crisis in the organic produce market, with declining consumption volumes and falling transaction frequencies, food retailers responded swiftly, with general retailers cutting back on their ranges, and specialist organic retailers repositioning their brands and launching new concepts that are more in tune with consumers’ new needs. And it seems to be working! Some chains seem to be returning to post-crisis growth. What are these promising new concepts? What are the keys to successful new growth? What are the renewed commitments and ambitions for the future?
2.00 pm – Anticipation of the plum harvest
Hosted by Olivier Masbou, associate journalist at press agency Socopag
With Joël Boyer and Jérôme Capel, Vice President of the AOP Prune and André Graglia, AOP Prune Director
3.00 pm – The label jungle : obligation or real promotion ?
Hosted by Florence Rabut, journalist
With Marc-Henri Blarel, Head of Fruits de Valeur, Cécilia Céleyrette, Associate Director, Stratégie filières, Interfel and Philippe Fort, Commercial and Marketing Director, Rougeline
Private labels, quality and origin hallmarks (PDO/AOC, Label rouge, PGI, etc.), bespoke specifications, HEV, organic farming and its various segments, ratings (Nutriscore, Planetscore, etc.) : there is an endless list of promises and guarantees around food products. Amid this upsurge, sometimes with the feeling that new criteria are being imposed endlessly, how can we still create differentiation and added value for the companies involved, without ‘drowning’ consumers? How can we steer consumer preference towards products and sectors that are genuinely more virtuous ? In the future, how can consumer information be improved ?